As an online marketing expert, I get a lot of questions about pay-per-click (PPC) advertising. Most come from local business owners who aren’t quite sure how to use PPC marketing. When I have time, I always take a moment to review a few mistakes they might be making. Here are several of them.
Not Enough Research
To be successful in advertising, a business must not only know itself, but also its customers. Unfortunately, far too many local companies skip this vital step and pour money into online marketing campaigns that never reach their target audience. The good news is that most of the major search engines provide free tools to help businesses reach potential customers with messages (keywords) they can understand. Because we have experience matching clients with keyword terms that can help them promote their products and/or services, digital marketing professionals can be a big help during the research phase of any advertising campaign.
There are things that any local business can do to ensure their ads reach the intended audience. Instead of simply sending out messages on the Internet, they can adjust advertising settings to target potential customers in a specific area. This simple tip can save owners time and money on digital marketing campaigns.
No Landing Page
One of the most common errors local businesses make is using their homepage as a landing page. As a general rule, when shoppers click on an ad, they should be directed to a page that is relevant to the keywords used in that ad. They should never be taken to a general site, such as a homepage, that may or may not include information about the specific product or service they want. Instead, a separate landing page should always be created for that targeted ad. This is one of the most important tips I share with local business owners when discussing how to use PPC marketing.
Many of the folks I talk to have no idea how to measure the effectiveness of their online marketing efforts. As a digital marketing maven, I can tell you with absolute certainty that flying blind is a sure-fire way to crash and burn. Local business owners can use free measurement tools to track results. Only then can they determine what’s working and what’s not.
For help with any of the aforementioned strategies, contact BCI Media Services today. We can show you how to use PPC marketing to your benefit.